WEBVTT 00:00:00.000 --> 00:00:03.299 Welcome to the deep dive. We are really thrilled 00:00:03.299 --> 00:00:05.000 you're joining us today. Yeah, so glad you're 00:00:05.000 --> 00:00:07.179 here. Our mission for this session is to explore 00:00:07.179 --> 00:00:10.919 the biographical data of a, well, a modern athletic 00:00:10.919 --> 00:00:13.109 phenomenon. Truly a phenomenon. Right. we're 00:00:13.109 --> 00:00:15.589 breaking down the anatomy of a skater who has 00:00:15.589 --> 00:00:18.109 managed to completely conquer both the gritty 00:00:18.109 --> 00:00:21.230 underground and those massive corporate arenas, 00:00:21.289 --> 00:00:23.809 which is a very rare balance to strike. It really 00:00:23.809 --> 00:00:26.769 is. Yeah. So we are taking a comprehensive deep 00:00:26.769 --> 00:00:29.030 dive into the career of American professional 00:00:29.030 --> 00:00:32.310 skateboarder Jamie Foy. Yes. And today we're 00:00:32.310 --> 00:00:35.109 exploring what it takes to dominate the Los Angeles 00:00:35.109 --> 00:00:37.850 skate scene, how someone builds this unparalleled 00:00:37.850 --> 00:00:40.770 resume of skate videos and really just the sheer 00:00:40.770 --> 00:00:43.359 dedication required to be. Thrashers Skater of 00:00:43.359 --> 00:00:45.700 the Year. That just once either. Exactly. OK, 00:00:45.700 --> 00:00:48.359 let's unpack this. We've pulled a stack of data 00:00:48.359 --> 00:00:51.119 drawn exclusively from his Wikipedia biographical 00:00:51.119 --> 00:00:53.719 entry. Just the core facts. Right. It catalogs 00:00:53.719 --> 00:00:55.939 his early life, his competition history, his 00:00:55.939 --> 00:00:57.560 sponsor list, which includes some heavy hitters 00:00:57.560 --> 00:01:00.500 like Death Wish Skateboards and New Balance Numeric. 00:01:00.579 --> 00:01:04.280 Nickname. And this extensive, almost unbelievable 00:01:04.280 --> 00:01:06.900 filmography. But right out of the gate, there's 00:01:06.900 --> 00:01:10.280 this staggering data point that kind of angers 00:01:10.280 --> 00:01:12.420 this entire conversation. for you. It really 00:01:12.420 --> 00:01:15.459 is the headline. Jamie Foy won Thrasher Magazine's 00:01:15.459 --> 00:01:17.219 Stater of the Year. And for those who don't know, 00:01:17.260 --> 00:01:19.219 that's the absolute pinnacle of the culture. 00:01:19.459 --> 00:01:21.439 The highest off. He won it not once, but twice. 00:01:21.439 --> 00:01:24.459 Yeah. And he did it with a massive seven -year 00:01:24.459 --> 00:01:27.500 gap, taking the crown in 2017 and then reclaiming 00:01:27.500 --> 00:01:33.060 it in 2024. It's a statistical outlier that just 00:01:33.060 --> 00:01:35.900 forces you to rethink how a professional athlete 00:01:35.900 --> 00:01:38.430 manages their longevity. Totally. What we're 00:01:38.430 --> 00:01:42.230 doing today is taking that raw Wikipedia biography. 00:01:42.810 --> 00:01:45.090 You know, the dates, the locations, the sponsors, 00:01:45.209 --> 00:01:47.950 the video parts. The raw data. Right. And we're 00:01:47.950 --> 00:01:49.510 treating it as a strategic blueprint, because 00:01:49.510 --> 00:01:51.269 when you read between the lines of this data, 00:01:51.629 --> 00:01:54.129 it stops being just a timeline. It tells a story. 00:01:54.269 --> 00:01:56.090 It starts looking like a master class in attention 00:01:56.090 --> 00:01:59.469 to economics, physical endurance, and brand portfolio 00:01:59.469 --> 00:02:02.290 management. Oh, I love that phrasing. Brand portfolio 00:02:02.290 --> 00:02:04.650 management. Yeah. We aren't just looking at the 00:02:04.650 --> 00:02:07.469 tricks he landed. We're analyzing how a modern 00:02:07.469 --> 00:02:10.430 professional skateboarder navigates the brutal 00:02:10.430 --> 00:02:12.650 physical realities of the sport. Because it is 00:02:12.650 --> 00:02:15.710 brutal. Exactly. While simultaneously balancing 00:02:15.710 --> 00:02:19.550 the demands of core street culture and global 00:02:19.550 --> 00:02:21.509 corporate infrastructure. I'm really glad you 00:02:21.509 --> 00:02:23.009 brought up the physical reality because I want 00:02:23.009 --> 00:02:24.530 to start right at the foundation. Let's do it. 00:02:24.849 --> 00:02:27.349 The biographical data says he was born on June 00:02:27.349 --> 00:02:32.319 14th, 1996 in Deerfield Beach, Florida. But the 00:02:32.319 --> 00:02:34.840 detail that just absolutely jumps off the page 00:02:34.840 --> 00:02:37.539 is that he started skating at the age of one. 00:02:38.120 --> 00:02:41.900 One year old. Now starting early is a It's a 00:02:41.900 --> 00:02:44.319 great statistic for a bio. Looks good on paper. 00:02:44.479 --> 00:02:47.259 It does. Yeah. But practically speaking, it immediately 00:02:47.259 --> 00:02:50.039 raises a massive red flag for burnout. Oh, absolutely. 00:02:50.120 --> 00:02:53.400 I mean, we see child prodigies in tennis or gymnastics 00:02:53.400 --> 00:02:55.460 or golf who are pushed from infancy. And they 00:02:55.460 --> 00:02:57.259 just hit a wall. By the time they're 15, they're 00:02:57.259 --> 00:02:59.759 done. They just quit. Yeah. So I'm incredibly 00:02:59.759 --> 00:03:03.120 curious how he avoided that exact trap when he 00:03:03.120 --> 00:03:05.099 hit his teenage years, especially considering 00:03:05.099 --> 00:03:08.090 the physical toll of skateboarding. Well. The 00:03:08.090 --> 00:03:10.530 burnout factor is usually the silent killer of 00:03:10.530 --> 00:03:13.590 prodigies. But the difference here, I think, 00:03:14.229 --> 00:03:16.969 lies in the actual mechanics of human development. 00:03:17.250 --> 00:03:20.689 How so? Think about a one -year -old child. At 00:03:20.689 --> 00:03:23.849 that specific age, fundamental motor skills, 00:03:24.490 --> 00:03:27.430 you know, walking, balancing spatial awareness, 00:03:27.810 --> 00:03:29.669 understanding gravity. And just figuring it out. 00:03:29.830 --> 00:03:32.449 They're just coming online. So to introduce a 00:03:32.449 --> 00:03:35.830 skateboard at the exact same time, a human being 00:03:35.830 --> 00:03:37.830 is learning how to navigate the physical world 00:03:37.830 --> 00:03:40.789 on their own two feet. Oh, wow. It means that 00:03:40.789 --> 00:03:43.750 the mechanics of rolling on urethane are literally 00:03:43.750 --> 00:03:46.229 baked into his initial neurological development. 00:03:46.370 --> 00:03:49.650 It's not an add -on. Exactly. The board isn't 00:03:49.650 --> 00:03:52.310 an external tool, or like a sport he was forced 00:03:52.310 --> 00:03:54.250 to practice after school. Right. It's not like 00:03:54.250 --> 00:03:56.610 going to piano lessons. No. It became an extension 00:03:56.610 --> 00:03:59.740 of his default physical state. and that deeply 00:03:59.740 --> 00:04:03.539 ingrained physical fluency, it changes the psychological 00:04:03.539 --> 00:04:05.759 relationship to the activity. That makes so much 00:04:05.759 --> 00:04:07.960 sense. It's not a chore, it's just how he moves. 00:04:08.099 --> 00:04:09.740 The board is essentially a limb at that point. 00:04:09.840 --> 00:04:12.319 Exactly. But even if it's natural, the competitive 00:04:12.319 --> 00:04:15.219 drive is something else entirely. For sure. By 00:04:15.219 --> 00:04:18.480 2013, so when he's around 17, the data notes 00:04:18.480 --> 00:04:20.860 he formally started his career and was winning 00:04:20.860 --> 00:04:24.199 competitions across Florida, Georgia, and Pennsylvania. 00:04:24.420 --> 00:04:27.439 Which is a very specific route. It is. If we 00:04:27.439 --> 00:04:29.779 look at that geography, it paints a very clear 00:04:29.779 --> 00:04:32.100 picture for you. This isn't a kid who was handed 00:04:32.100 --> 00:04:34.500 a silver spoon in Southern California. No perfect 00:04:34.500 --> 00:04:36.839 weather every day. Right. He's not skating perfect 00:04:36.839 --> 00:04:40.899 private training facilities. Far from it. That 00:04:40.899 --> 00:04:44.600 geographical footprint. Florida, Georgia, Pennsylvania. 00:04:44.759 --> 00:04:48.360 that represents a grueling regional hustle. It's 00:04:48.360 --> 00:04:51.740 a grind. We are talking about the East Coast 00:04:51.740 --> 00:04:55.100 contest circuit, driving up the coast, dealing 00:04:55.100 --> 00:04:57.920 with incredibly humid Florida skateparks. Which 00:04:57.920 --> 00:05:01.240 are miserable. Miserable, rough East Coast pavement, 00:05:01.779 --> 00:05:04.240 and just the logistical nightmare of traveling 00:05:04.240 --> 00:05:06.639 state to state before you have any real industry 00:05:06.639 --> 00:05:08.990 backing. You're paying for gas out of pocket. 00:05:09.410 --> 00:05:12.050 Exactly. He built his resume incrementally. He 00:05:12.050 --> 00:05:14.089 was proving himself in vastly different environments 00:05:14.089 --> 00:05:16.750 against different local talents and dealing with 00:05:16.750 --> 00:05:19.029 completely different climates. Long before he 00:05:19.029 --> 00:05:21.930 ever made a major leap to the industry epicenter. 00:05:22.129 --> 00:05:24.290 It's the ultimate proving ground. You're 17, 00:05:24.389 --> 00:05:27.149 you've been on a board for 16 years, and you 00:05:27.149 --> 00:05:30.269 are grinding out amateur contest wins in Pennsylvania. 00:05:30.509 --> 00:05:32.889 Yeah. It builds a certain kind of armor, I'd 00:05:32.889 --> 00:05:35.870 imagine. Definitely. And he really needed that 00:05:35.870 --> 00:05:38.660 armor for what com - next, which is honestly 00:05:38.660 --> 00:05:41.339 the most aggressive career move in the entire 00:05:41.339 --> 00:05:43.379 data set. This is where it gets crazy. Let's 00:05:43.379 --> 00:05:47.779 look at the years 2016 and 2017. In 2016, Jamie 00:05:47.779 --> 00:05:50.759 Foy relocates from Florida to Los Angeles. The 00:05:50.759 --> 00:05:53.600 Mecca. And in just a two -year window, 2016 and 00:05:53.600 --> 00:05:56.959 2017, the data shows he appeared in seven videos. 00:05:57.040 --> 00:06:00.720 Seven. Seven videos. In 2017 alone, he turns 00:06:00.720 --> 00:06:03.620 pro for Death Wish Skateboards, joins the Street 00:06:03.620 --> 00:06:06.579 League Tour, and wins Skater of the Year. It's 00:06:06.579 --> 00:06:09.139 just an explosion of output. It is, but I want 00:06:09.139 --> 00:06:11.600 to challenge that seven -video strategy, because 00:06:11.600 --> 00:06:14.439 in skate culture, doesn't volume usually dilute 00:06:14.439 --> 00:06:16.470 quality? That's the conventional wisdom, yeah. 00:06:16.629 --> 00:06:19.089 Right, skaters will spend years agonizing over 00:06:19.089 --> 00:06:22.230 a single flawless video part to ensure their 00:06:22.230 --> 00:06:25.470 legacy. Didn't he risk severe overexposure? Or 00:06:25.470 --> 00:06:27.410 putting out filler. Exactly, just putting out 00:06:27.410 --> 00:06:30.230 filler content to hit a number. That is the exact 00:06:30.230 --> 00:06:32.730 tension that makes this strategy so brilliant. 00:06:33.610 --> 00:06:35.490 You're absolutely right about the cultural norms. 00:06:35.629 --> 00:06:37.889 It's supposed to be quality over quantity. The 00:06:37.889 --> 00:06:40.410 traditional pacing for a top -tier pro is to 00:06:40.410 --> 00:06:43.550 disappear for two or three years, film in secrecy, 00:06:44.029 --> 00:06:47.930 and drop a highly curated magnum opus video part. 00:06:48.470 --> 00:06:51.810 Right. But Foy recognized a shift in digital 00:06:51.810 --> 00:06:54.569 attention economics. Interesting. Moving to Los 00:06:54.569 --> 00:06:56.819 Angeles was a logistical necessity. It's where 00:06:56.819 --> 00:06:59.420 the industry gatekeepers, the major sponsors, 00:06:59.519 --> 00:07:01.480 and the premier filmers are. You have to be there. 00:07:01.639 --> 00:07:04.079 But flooding the market with seven video parts 00:07:04.079 --> 00:07:07.540 in 24 months, that was an undeniable assault 00:07:07.540 --> 00:07:09.959 on the industry's attention span. He just wouldn't 00:07:09.959 --> 00:07:12.939 let you look away. Exactly. But to bypass the 00:07:12.939 --> 00:07:16.000 risk of dilution, your hit rate has to be superhuman. 00:07:16.220 --> 00:07:18.819 Because if it's bad... If even one or two of 00:07:18.819 --> 00:07:21.379 those seven parts were mediocre, the industry 00:07:21.379 --> 00:07:23.860 would have dismissed him as a quantity over quality 00:07:23.860 --> 00:07:25.980 skater. Right, he would have been labeled a content 00:07:25.980 --> 00:07:28.220 creator instead of a core skateboarder. Which 00:07:28.220 --> 00:07:30.879 is a death sentence for street credibility. The 00:07:30.879 --> 00:07:32.839 physical logistics of that are what I really 00:07:32.839 --> 00:07:35.019 can't wrap my head around. We're talking about 00:07:35.019 --> 00:07:37.620 street skating, concrete and steel. This isn't 00:07:37.620 --> 00:07:40.620 filming in a padded arena. You're throwing your 00:07:40.620 --> 00:07:43.459 body down concrete stairs, sliding down metal 00:07:43.459 --> 00:07:45.959 handrails, getting kicked out by security guards 00:07:45.959 --> 00:07:48.779 constantly on the run to produce enough high 00:07:48.779 --> 00:07:52.160 level elite footage for seven separate video 00:07:52.160 --> 00:07:55.339 appearances in two years. It means you are in 00:07:55.339 --> 00:07:59.199 a perpetual state of impact, recovery and execution. 00:07:59.279 --> 00:08:02.100 There is no season. None at all. And the physical 00:08:02.100 --> 00:08:04.680 resilience required to survive that 24 -month 00:08:04.680 --> 00:08:07.579 sprint is immense. You have to be built different. 00:08:07.759 --> 00:08:10.639 You really do. And the return on that physical 00:08:10.639 --> 00:08:13.819 investment was absolute industry dominance. It 00:08:13.819 --> 00:08:16.079 really was. Look at the milestones that clustered 00:08:16.079 --> 00:08:19.699 in 2017 as a direct result. He turns pro for 00:08:19.699 --> 00:08:22.240 Death Wish skateboards. Which is huge. It's an 00:08:22.240 --> 00:08:25.459 incredibly hard -earned validation from the gritty 00:08:25.459 --> 00:08:27.500 core side of the industry. They don't just hand 00:08:27.500 --> 00:08:31.180 out boards to anyone. No. Then he gets an invite 00:08:31.180 --> 00:08:33.100 to the Street League Tour, which transitions 00:08:33.100 --> 00:08:36.500 him from the streets to massive arena crowds. 00:08:36.639 --> 00:08:39.100 A completely different environment. And finally, 00:08:39.460 --> 00:08:42.039 Thrasher's Skater of the Year. He essentially 00:08:42.039 --> 00:08:44.299 sees the highest honor in the culture during 00:08:44.299 --> 00:08:47.379 his rookie year as a pro. which is wild. He forced 00:08:47.379 --> 00:08:49.960 the industry to give him the crown simply because 00:08:49.960 --> 00:08:53.080 it became impossible to look anywhere in 2017 00:08:53.080 --> 00:08:56.360 without seeing Jamie Foy doing something groundbreaking. 00:08:56.399 --> 00:08:59.519 It's like the Mr. Beast model of attention economics 00:08:59.519 --> 00:09:02.340 applied to extreme sports. That's a great comparison. 00:09:02.440 --> 00:09:05.379 But with the added risk of major orthopedic surgery 00:09:05.379 --> 00:09:07.720 at any moment. Yeah. Mr. Beast isn't jumping 00:09:07.720 --> 00:09:11.240 down 20 stairs. Right. So he wins SODI in 2017. 00:09:11.340 --> 00:09:13.340 He reached the absolute peak. At the top of the 00:09:13.340 --> 00:09:16.370 mountain. And usually when someone's son there's 00:09:16.370 --> 00:09:18.990 an inevitable exhale, a cooling -off period. 00:09:19.049 --> 00:09:21.049 You take a breath. You take a breath. But if 00:09:21.049 --> 00:09:25.330 we look at the data from 2019 to 2021, he pivots 00:09:25.330 --> 00:09:27.970 into a completely different arena of pressure. 00:09:28.070 --> 00:09:30.190 He goes to the X Games. Yes. He starts racking 00:09:30.190 --> 00:09:32.809 up X Games medals for the United States. He takes 00:09:32.809 --> 00:09:35.690 a medal in Los Angeles for Real Street in 2019, 00:09:35.950 --> 00:09:39.029 and then two medals in California in 2021 for 00:09:39.029 --> 00:09:41.230 Skateboard Street and Skateboard Street Best 00:09:41.230 --> 00:09:44.509 Trick. The distinction between his 2019 Real 00:09:44.509 --> 00:09:48.710 Street medal and his 2021 Live Arena medals is 00:09:48.710 --> 00:09:51.769 massive. Walk us through that difference. It 00:09:51.769 --> 00:09:54.090 proves a rare duality in his psychological makeup. 00:09:54.480 --> 00:09:57.779 Real Street is a video part competition. Okay. 00:09:58.000 --> 00:10:00.980 You spend months meticulously battling the elements, 00:10:01.720 --> 00:10:05.120 traffic, security to compile a 60 second video 00:10:05.120 --> 00:10:07.919 part. So it's very controlled. It's an exercise 00:10:07.919 --> 00:10:10.460 in perfectionism and patience. You can try a 00:10:10.460 --> 00:10:13.120 trick 50 times if you need to. Right. But Skateboard 00:10:13.120 --> 00:10:17.100 Street and Best Trick are live timed arena formats. 00:10:17.580 --> 00:10:19.500 Completely different beast. You're on a clock. 00:10:19.720 --> 00:10:22.480 The cameras are live, thousands of people are 00:10:22.480 --> 00:10:24.299 screaming. Now you don't get infinite tries. 00:10:24.440 --> 00:10:26.279 You get one or two shots you have to execute 00:10:26.279 --> 00:10:28.480 flawlessly on demand. Which requires a completely 00:10:28.480 --> 00:10:30.620 different nervous system. Absolutely. The guy 00:10:30.620 --> 00:10:33.039 who is willing to take 50 tries to land a trick 00:10:33.039 --> 00:10:36.179 down a handrail at 2 a .m. is rarely the same 00:10:36.179 --> 00:10:38.220 guy who can drop into a course on live television 00:10:38.220 --> 00:10:40.440 and hit a flawless run on the first try. It's 00:10:40.440 --> 00:10:42.940 a very rare crossover. It's like a musician who 00:10:42.940 --> 00:10:46.159 can engineer a complex layered studio album, 00:10:46.179 --> 00:10:49.519 but also walk out and shred a live stadium tour 00:10:49.519 --> 00:10:52.259 without missing a single note. Exactly. And the 00:10:52.259 --> 00:10:55.460 biographical data also explicitly notes he is 00:10:55.460 --> 00:10:57.919 regular footed, which means his left foot is 00:10:57.919 --> 00:10:59.960 forward on the board. Right. And when you think 00:10:59.960 --> 00:11:02.200 about the sheer volume of elite level tricks 00:11:02.200 --> 00:11:05.059 he is putting down both in the streets for those 00:11:05.059 --> 00:11:08.200 seven videos and in the X Games arenas, you really 00:11:08.200 --> 00:11:11.409 have to consider the physical asymmetry. of that 00:11:11.409 --> 00:11:14.110 stance over a long career. Oh, that's an interesting 00:11:14.110 --> 00:11:16.490 point. Asymmetry. Riding with your left foot 00:11:16.490 --> 00:11:18.789 forward means you're constantly taking the brunt 00:11:18.789 --> 00:11:22.129 of specific rotational impacts, specific bail 00:11:22.129 --> 00:11:24.490 patterns, and specific joint compressions on 00:11:24.490 --> 00:11:27.210 the exact same side of your body. Over and over 00:11:27.210 --> 00:11:30.129 and over. Every single day. To maintain medal 00:11:30.129 --> 00:11:32.350 -winning performance across multiple formats 00:11:32.350 --> 00:11:34.570 while accumulating that kind of asymmetrical 00:11:34.570 --> 00:11:37.710 wear and tear, it speaks to a phenomenal physical 00:11:37.710 --> 00:11:40.090 conditioning regimen that we don't often associate 00:11:40.110 --> 00:11:42.330 skateboarders. We usually just picture them drinking 00:11:42.330 --> 00:11:44.649 sodas and eating pizza. Right, but you can't 00:11:44.649 --> 00:11:46.610 survive this level of impact without treating 00:11:46.610 --> 00:11:49.250 your body like a machine. And that asymmetrical 00:11:49.250 --> 00:11:51.830 wear and tear is a ticking clock for any athlete. 00:11:51.850 --> 00:11:54.389 It absolutely is. Which means you need to maximize 00:11:54.389 --> 00:11:56.950 your earning potential and your brand infrastructure 00:11:56.950 --> 00:12:00.049 while your body can still handle the impact. 00:12:00.889 --> 00:12:03.830 Which brings us to the sponsors. Yes, that brings 00:12:03.830 --> 00:12:05.950 us to the business side of this data which might 00:12:05.950 --> 00:12:08.829 actually be my favorite part to analyze. It's 00:12:08.829 --> 00:12:10.730 fascinating. Because the sponsor list we have 00:12:10.730 --> 00:12:12.549 here is a fascinating dichotomy. Let me read 00:12:12.549 --> 00:12:15.309 it out. Go for it. We have Death Wish Skateboards, 00:12:15.590 --> 00:12:18.029 Thunder Trucks, Shake Junt, Spitfire Wheels, 00:12:18.269 --> 00:12:20.470 Red Bull, and New Balance Numeric. That list 00:12:20.470 --> 00:12:23.970 is just a masterclass in brand portfolio management. 00:12:24.190 --> 00:12:26.250 Why is that? Break down that contrast for us. 00:12:26.389 --> 00:12:30.509 In skateboarding, there is a historical, often 00:12:30.509 --> 00:12:32.950 very rigid tension between the core industry 00:12:32.950 --> 00:12:35.830 and mainstream corporate sponsors. The old sellout 00:12:35.830 --> 00:12:38.700 debate. Exactly. Skateboarders are fiercely protective 00:12:38.700 --> 00:12:41.799 of their culture. But look at how Foy has engineered 00:12:41.799 --> 00:12:44.679 this roster. Right. Death Wish, Thunder, Shake 00:12:44.679 --> 00:12:47.940 Junt, Spitfire. These are unapologetically gritty. 00:12:48.120 --> 00:12:50.919 core brand. Very deeply respected. They are born 00:12:50.919 --> 00:12:53.379 from the streets and highly respected by the 00:12:53.379 --> 00:12:55.659 most critical purists in the culture. Right, 00:12:55.799 --> 00:12:58.720 they provide the armor against any accusations 00:12:58.720 --> 00:13:01.460 of selling out. If you are rolling on spitfires 00:13:01.460 --> 00:13:04.460 and writing a death wish board, your street credibility 00:13:04.460 --> 00:13:06.940 is essentially bulletproof. Nobody can say a 00:13:06.940 --> 00:13:09.250 word. But the other side of that ledger is where 00:13:09.250 --> 00:13:11.830 the global infrastructure comes in. Red Bull 00:13:11.830 --> 00:13:14.590 and New Balance Numeric. The heavy hitters. It's 00:13:14.590 --> 00:13:17.870 almost comical to picture the contrast. You are 00:13:17.870 --> 00:13:20.750 essentially having a highly structured boardroom 00:13:20.750 --> 00:13:23.950 meeting with the marketing executives of a multinational 00:13:23.950 --> 00:13:26.950 energy drink conglomerate at 9 a .m. Wearing 00:13:26.950 --> 00:13:29.779 a suit. Practically. And then sitting on a milk 00:13:29.779 --> 00:13:32.879 crate at a dirty DIY seat spot in an industrial 00:13:32.879 --> 00:13:35.159 park at 2 p .m. It's two different worlds. How 00:13:35.159 --> 00:13:38.419 do you satisfy both masters without alienating 00:13:38.419 --> 00:13:40.559 one or the other? You do it by letting your output 00:13:40.559 --> 00:13:43.059 speak for itself, which is why he is such a valuable 00:13:43.059 --> 00:13:45.620 asset. The skating does the talking. Right. Red 00:13:45.620 --> 00:13:48.019 Bull provides unparalleled athletic support. 00:13:48.269 --> 00:13:51.450 global reach, massive production budgets. Things 00:13:51.450 --> 00:13:54.409 the core brands just can't afford. Exactly. And 00:13:54.409 --> 00:13:56.669 New Balance Numeric plugs him into the footwear 00:13:56.669 --> 00:14:00.570 ecosystem of a major sportswear titan. Foy threads 00:14:00.570 --> 00:14:02.730 the needle perfectly. He doesn't compromise. 00:14:02.970 --> 00:14:05.289 He doesn't change his rugged street heavy style 00:14:05.289 --> 00:14:08.429 to appease the corporate sponsors. Instead, he 00:14:08.429 --> 00:14:10.669 forces the corporate sponsors to back his core 00:14:10.669 --> 00:14:13.330 aesthetic. He brings them into his world. He 00:14:13.330 --> 00:14:15.980 acts as a bridge. He gives Red Bull and New Balance 00:14:15.980 --> 00:14:19.059 absolute street credibility, and in return, they 00:14:19.059 --> 00:14:21.279 give him the financial and logistical runway 00:14:21.279 --> 00:14:24.000 to continue filming at a historic pace. And that 00:14:24.000 --> 00:14:26.720 leads us directly into his digital legacy. The 00:14:26.720 --> 00:14:29.759 video parts. The data gives us a really comprehensive 00:14:29.759 --> 00:14:32.779 walkthrough of his video parts from 2018 to 2024. 00:14:33.179 --> 00:14:35.240 And rather than just looking at a list of titles, 00:14:35.600 --> 00:14:38.340 let's look at how he actively utilizes that corporate 00:14:38.340 --> 00:14:40.480 and core backing. Let's see the timeline. In 00:14:40.480 --> 00:14:44.139 2018, he drops two parts, checked, here and now 00:14:44.139 --> 00:14:47.639 and Death Wish, Death Wish. Solid year. But 2019 00:14:47.639 --> 00:14:49.899 is where the portfolio management really flexes. 00:14:50.240 --> 00:14:52.879 2019 was massive. In a single year, he releases 00:14:52.879 --> 00:14:56.000 Dickies, Another Day, Another Bodega, New Balance's 00:14:56.000 --> 00:14:58.539 String Theory, and Red Bull's You Good. That 00:14:58.539 --> 00:15:02.399 2019 lineup. is a monumental workload. Three 00:15:02.399 --> 00:15:05.179 major videos. And it highlights how modern extreme 00:15:05.179 --> 00:15:08.139 sports athletes function as individual production 00:15:08.139 --> 00:15:10.600 houses. Think about the different audiences those 00:15:10.600 --> 00:15:13.220 three brands target. It's a widespread. You have 00:15:13.220 --> 00:15:16.159 core workwear with Dickies. You have mainstream 00:15:16.159 --> 00:15:19.919 athletic footwear with New Balance. and an extreme 00:15:19.919 --> 00:15:23.899 sports energy giant with Red Bull. He is headlining 00:15:23.899 --> 00:15:26.980 major global marketing vehicles for a completely 00:15:26.980 --> 00:15:29.240 different demographic simultaneously. How does 00:15:29.240 --> 00:15:31.539 a skater even mentally compartmentalize that? 00:15:31.600 --> 00:15:33.320 That's the real challenge. You're out in the 00:15:33.320 --> 00:15:35.179 streets, you see a massive rail, and you have 00:15:35.179 --> 00:15:38.720 to decide, is this trick going to the New Balance 00:15:38.720 --> 00:15:40.820 edit, the Dickies edit, or the Red Bull edit? 00:15:40.879 --> 00:15:43.500 You're managing assets in real time. You are 00:15:43.500 --> 00:15:46.159 literally allocating physical trauma to different 00:15:46.159 --> 00:15:48.960 corporate accounts. brilliant way to frame it. 00:15:49.500 --> 00:15:53.519 You're allocating physical risk to fulfill contractual 00:15:53.519 --> 00:15:55.720 marketing obligations. And doing it while throwing 00:15:55.720 --> 00:15:58.059 yourself downstairs. And he doesn't slow down 00:15:58.059 --> 00:16:01.519 after that 2019 peak. The data shows him consistently 00:16:01.519 --> 00:16:06.460 delivering. Death wish. Uncrossed in 2020. Cinco 00:16:06.460 --> 00:16:09.899 and Dickies loose ends in 2021. Spitfire stoking 00:16:09.899 --> 00:16:12.960 the fire in 2022. There's no gap. There is no 00:16:12.960 --> 00:16:15.200 visible gap in his productivity. The consistency 00:16:15.200 --> 00:16:18.639 is just industrial. Which makes 2024 absolutely 00:16:18.639 --> 00:16:21.399 mind -bending. It really does. Because in 2024, 00:16:21.980 --> 00:16:24.240 seven years after his initial skitter of the 00:16:24.240 --> 00:16:27.320 year run, he drops another triple feature of 00:16:27.320 --> 00:16:30.730 major video parts. He did it again. Baker and 00:16:30.730 --> 00:16:33.590 Death Wish's Baker has a Death Wish Part 2, Dickie's 00:16:33.590 --> 00:16:36.149 Honeymoon, and New Balance's Intervals. He mirrors 00:16:36.149 --> 00:16:39.110 his 2019 output all over again. It's incredible. 00:16:39.289 --> 00:16:41.049 He didn't just rest on his laurels, collect the 00:16:41.049 --> 00:16:42.629 corporate checks, and ride out into the sunset. 00:16:42.750 --> 00:16:44.889 Like a lot of guys do. Right. He actively drove 00:16:44.889 --> 00:16:47.149 their global marketing campaigns with his physical 00:16:47.149 --> 00:16:50.210 performance a second time. And that 2024 output 00:16:50.210 --> 00:16:52.690 is the catalyst for the final piece of our data. 00:16:52.889 --> 00:16:55.730 Because in December 2024, Jamie Foy is Crown 00:16:55.730 --> 00:16:58.049 Skater of the Year by Thrasher magazine for the 00:16:58.049 --> 00:17:00.789 second time. The two time SOD. When we analyze 00:17:00.789 --> 00:17:04.089 what it means to win SOD in 2017 versus 2024, 00:17:04.750 --> 00:17:07.269 we're looking at two completely different career 00:17:07.269 --> 00:17:10.650 achievements. How so? Winning in 2017 was the 00:17:10.650 --> 00:17:13.250 shock and awe campaign. He flooded the zone as 00:17:13.250 --> 00:17:15.630 the hungry newcomer and took the industry by 00:17:15.630 --> 00:17:18.430 storm. Nobody saw him coming. But winning in 00:17:18.430 --> 00:17:21.289 2024 requires something far more complex. That's 00:17:21.289 --> 00:17:23.369 more difficult. Because the industry already 00:17:23.369 --> 00:17:25.529 knows all your tricks. They know your style. 00:17:25.910 --> 00:17:28.589 The shock value is completely gone. You're the 00:17:28.589 --> 00:17:31.529 established veteran now. Exactly. To win again 00:17:31.529 --> 00:17:34.349 seven years later against a completely new generation 00:17:34.349 --> 00:17:36.789 of hungry 20 year olds who grew up watching you. 00:17:36.890 --> 00:17:39.210 You have to out innovate yourself. You have to 00:17:39.210 --> 00:17:42.029 out innovate your past self. Precisely. It is 00:17:42.029 --> 00:17:44.410 a testament to extraordinary physical endurance 00:17:44.410 --> 00:17:48.589 and strategic evolution. A 28 -year -old body 00:17:48.589 --> 00:17:50.869 does not recover from jumping downstairs the 00:17:50.869 --> 00:17:53.069 way a 21 -year -old body does. It just doesn't 00:17:53.069 --> 00:17:54.890 bounce back. That asymmetrical wear and tear 00:17:54.890 --> 00:17:57.509 we discussed from being regular footed has now 00:17:57.509 --> 00:17:59.769 compounded over a decade of professional impact. 00:17:59.910 --> 00:18:02.430 Ten years of slamming on concrete. To maintain 00:18:02.430 --> 00:18:05.349 the title of the absolute best in the world requires 00:18:05.349 --> 00:18:08.329 a rigorous dedication to body maintenance, a 00:18:08.329 --> 00:18:10.809 refined approach to trick selection, and a sheer 00:18:10.809 --> 00:18:13.750 force of will to keep putting yourself in harm's 00:18:13.750 --> 00:18:16.089 way when your bank account no longer requires 00:18:16.089 --> 00:18:18.430 you to do so. He didn't need to do it. No, he 00:18:18.430 --> 00:18:22.150 didn't win in 2024 on nostalgia. He won because 00:18:22.150 --> 00:18:25.789 he produced three massive, undeniably elite video 00:18:25.789 --> 00:18:28.430 parts and arguably outworked the entire industry 00:18:28.430 --> 00:18:31.390 all over again. It really is a remarkable career 00:18:31.390 --> 00:18:34.269 arc when you lay the data out sequentially like 00:18:34.269 --> 00:18:36.450 this. What's an unprecedented blueprint? To recap 00:18:36.450 --> 00:18:38.450 the blueprint we've pulled from this deep dive 00:18:38.450 --> 00:18:41.750 for you today, we watched a skater bake the mechanics 00:18:41.750 --> 00:18:44.049 of the sport into his initial motor skills at 00:18:44.049 --> 00:18:46.789 age one. Started before he could even talk. We 00:18:46.789 --> 00:18:49.490 saw him grind through the humidity and bad pavement 00:18:49.490 --> 00:18:52.250 of the East Coast contest circuit before launching 00:18:52.250 --> 00:18:55.269 a calculated, highly aggressive seven video assault 00:18:55.269 --> 00:18:59.029 on the Los Angeles market in 2016 and 2017. Which 00:18:59.029 --> 00:19:01.809 locked in his first crown. Then we explored how 00:19:01.809 --> 00:19:04.390 he masterfully balanced greedy core sponsors 00:19:04.390 --> 00:19:07.170 with massive corporate infrastructure, allocating 00:19:07.170 --> 00:19:09.789 his physical risk to build an unprecedented digital 00:19:09.789 --> 00:19:11.990 legacy. The video parts speak for themselves. 00:19:12.309 --> 00:19:14.769 Ultimately securing two Skater of the Year titles 00:19:14.769 --> 00:19:18.190 and multiple X Games medals. It is the anatomy 00:19:18.190 --> 00:19:20.670 of a skater who completely hacked the system. 00:19:21.190 --> 00:19:24.509 It is a blueprint of relentless ambition paired 00:19:24.509 --> 00:19:28.089 with flawless execution. And as we close out 00:19:28.089 --> 00:19:29.970 this analysis, I want to leave you with a final 00:19:29.970 --> 00:19:32.789 thought to mull over. Let's hear it. Jamie Foy 00:19:32.789 --> 00:19:35.430 achieved the absolute pinnacle of his industry 00:19:35.430 --> 00:19:38.849 at age 21. He had the biggest award, the biggest 00:19:38.849 --> 00:19:42.430 sponsors, and global recognition. The dream scenario. 00:19:42.670 --> 00:19:44.849 And then he proved he could do it all over again 00:19:44.849 --> 00:19:48.269 at age 28. When you reach the absolute top of 00:19:48.269 --> 00:19:50.390 your field, when you've effectively eaten everything 00:19:50.390 --> 00:19:53.670 at the table, how do you find the hunger to keep 00:19:53.670 --> 00:19:56.089 going? That's the hardest part. How do you maintain 00:19:56.089 --> 00:19:58.109 the motivation to keep taking the hits, keep 00:19:58.109 --> 00:20:00.769 battling the concrete, and keep reinventing yourself 00:20:00.769 --> 00:20:03.730 for an entire decade? It's a profound question 00:20:03.730 --> 00:20:06.410 about the internal mechanics of drive and what 00:20:06.410 --> 00:20:08.970 keeps a true master moving forward once the initial 00:20:08.970 --> 00:20:11.650 goals are entirely conquered. That is the ultimate 00:20:11.650 --> 00:20:14.029 question. How do you find the hunger when your 00:20:14.029 --> 00:20:16.329 stomach is already full? It has been an absolute 00:20:16.329 --> 00:20:18.470 pleasure walking through this data with you today. 00:20:18.730 --> 00:20:21.200 Really enjoyed it. Thank you so much for joining 00:20:21.200 --> 00:20:24.740 us on this deep dive into an extraordinary career 00:20:24.740 --> 00:20:27.440 blueprint. Keep exploring, keep questioning, 00:20:27.559 --> 00:20:29.759 and we will catch you on the next deep dive.